Samsung S9 Integrated Marketing Communication: Objectives & Evaluation

This presentation provides a comprehensive overview of Samsung's integrated marketing communication (IMC) strategy for the S9 smartphone, focusing on leveraging brand value, combating competition, and promoting technological advancements. It details marketing communication goals and objectives, emphasizing brand awareness, revenue growth, and product engagement. The presentation includes a redesigned key message, a defined target audience segmentation (geographic, demographic, behavioral), and a marketing communication mix utilizing television, social media, billboards, email marketing, and digital advertising. A media schedule is presented with budget allocations, prioritizing social media marketing due to the target audience's presence on these platforms. Finally, the presentation outlines campaign evaluation methods, including CPM, CPC, and CTR, to measure the campaign's reach and effectiveness. The presentation concludes that the IMC objectives are created in accordance with the target audience and the budget is allocated towards social media marketing.

Integrated
Marketing
Communication
-Samsung

2
Purpose of the Presentation
▹ Creating the goals of marketing
communication and objectives.
▹ Redesigning the Key message.
▹ Key Target Audience for Samsung.
▹ Choice of Marketing
communication Mix.
▹ Creation of media schedule on the
basis of reach, frequency,
continuity and budget.
▹ Evaluation Method for the
Campaign

Part 1-Marketing
Communication goals
and objectives
▹ Leverage the Brand value of
Samsung to gain more
customers in the emerging
economies.
▹ Combat the competition from
Chinese smartphone
manufacturers.
▹ Promote S9 as the most
advanced and technologically

“
The primary goal of
marketing
communication is to
increase the brand
awareness, increase
engagement with
the users, increasing
revenue and
increase the top of
mind recall for the
customers
4

5
Integrated Marketing
Communication
▹ As the name suggest, IMC is the process of
linking different forms of communication
channel to send a coherent targeted message to
the consumers(Castro, 2017).
▹ Samsung which is one of the largest smart
phone maker in the world uses both the
traditional and web 2.0 tools in its IMC(Copley,
2014).
▹ Tools like TV, Print, Radio, Newspaper, Tech
Magazines, Social Media, Web Promotions ,
Billboards are used by the company(Shah,
2014).

Marketing Communication
goals and Objectives
SMART Goals
Creation of goals
which stand the
elements of :
▹ Specific
▹ Measurable
▹ Attainable
▹ Realistic
▹ Timeline
Rationale of the
goals for
Samsung:
▹ Spread a word in
the market on
the newly
launched
Samsung S9 and
S9+(Abashidze,
2017).
▹ Position the
product as a
strong threat for
the anniversary
edition of Apple
X phone
▹ Promote its CSR
activity directed
towards
environmental
sustainability(Cent
eno, 2017)
▹ Re-building the
brand after the
Galaxy note 7
Fiasco.
▹ Promote the phone
as the ultimate
next generation
technologically
enhanced
smartphone(Fitzroy
, Hulbert &
O’shannassy,
2016)
6

Specific
Communication Goals
▹ Increase the brand awareness by a
factor of 2X
▹ Increase the quarterly revenue
from Sales of Samsung S9 by 1.5X.
▹ Increase the product awareness
and engagement around the
product by 3X.
▹ Increase the CTR on the ad
campaign by a factor of 2.5X.
▹ Show 100,000,00 impression in a
duration of 6 months across digital
media (CPM-Cost per impressions)
7

Redesigned Message
8
A smartphone, which really makes
you look, act and behave smart. S9
is the ultimate gadget for all your
communication needs with Ultra HD
camera Quality

Redesigned Message
9
Samsung S9 is one of the smartest
devices the world has ever seen.
The camera of the phone is its USP
which is so clear that it illuminates
even the darkest backgrounds.
Buy Samsung S9 to be the part of
the biggest digital revolution of the
year.

1
0
Target Audience
▹ Target audience is the segment of
population towards which the
marketing campaigns and
promotion are targeted.
▹ Samsung has a strong brand
affinity and has a medium to high
brand loyalty, unlike Apple which
has strong brand loyalists(Silva,
2015).
▹ Samsung Fans are typically
Youngsters, tech enthusiasts and

Target Audience
1
1
Segmentation Type Segmentation Criteria Target Customer
Segments
Geographic Region Worldwide release
Density Urban Customers
Demographic Age Millennial (18-35), (40-
54 Years)
Gender Male & Female
Occupation Professionals,
Recently employed,
Tech enthusiasts and
geeks, Students
Behavioural Loyalty Soft core loyal to hard
core loyal and
switchers

1
2
Marketing Communication Mix
▹ Television- Television as a media vehicle is used to spread
the brand and product awareness in the family audience.
▹ Social Media-Social media is the largest vehicle Samsung
will be using as the phone is targeted towards the
millennial generation(Silva, 2015).
▹ Twitter- Twitter to be used to constantly promote the phone
by use of influencer marketing.
▹ Billboard & Hoarding-Samsung billboards will be placed all
over the city to target the everyday audience on the go.
▹ Email marketing- Email marketing to give customized deals
to the customers, and to promote exclusive deals.
▹ Digital Advertising- Samsung will use the digital marketing
platform to show impressions to the potential customers,
this would use customer profiling for targeting them(Hsu &
Lawerence, 2016)
▹ Blogs- Samsung is extremely active on using Blogs to
promote the product, company has in house bloggers to